My Favourite Brands: Jacob McGrath

Time to check back in with our Advertising team to learn more about their favourite brands.

Today, our Account Executive, Jacob, is sharing two of his top brands and why they stand out for him.

Take it away Jacob…

I feel like I was one of the first generations who fully grew up with social media, I can’t remember the internet not being a thing, so I definitely think I rely on it more than most people.

So, since I was one of the first ‘social media babies’, I perceive certain brands or marketing campaigns in a slightly different way. As social media is so dynamic and fast paced, there’s a lot of ‘temporary hype’ that brands can get, but that attention and demand usually dies down after a few months or even weeks. The first brand I’ll be talking about however, is a little bit different.

My first favourite brand is Supreme.

If you haven’t heard of Supreme, it’s a skate/clothing brand that’s had that ‘temporary hype’ around it for the past 10+ years. So, not that temporary I guess. There are stores in London, NYC, L.A, Paris and Tokyo, but if you’re wanting to go into one of the shops, chances are you’ll be queuing next to hundreds of teenagers (a bit like me) who are willing to wait for hours, literally, on the street to get a t-shirt or a cap.

The reason I like Supreme is because the brand has embraced the ‘hype’ from an outsider’s perspective and realised that whatever they stick their name on, people will buy. So, we’ve been gifted with gems such as a Supreme fire extinguisher, inflatable raft, crowbar, dog bowl, hair clippers and even a brick (yeah, as in an actual brick) and they all sold out in seconds! They’ve also done some pretty weird collaborations too, with the likes of Oreo, Colgate, Louis Vuitton and The North Face. Bit of a variety, I know.

They have a real ‘we don’t give a s**t’ attitude, which shouldn’t work, but it does. People go crazy for anything they release, and stock sells out within minutes every time. Their whole model works on little supply and high demand, which means there’s now a new wave of ‘resellers’ who buy Supreme t-shirts that retail for £44 and resell them for £350+ for some designs.

What’s different about Supreme is that they’ve never released an advert, or paid for any marketing at all really, they utilise the power of consumers and social media to do it for them. It’s clearly working, because I’ve seen pretty much every mainstream celebrity wearing their stuff – from Justin Bieber to Kanye.

Speaking of musicians… When I was in year eight, my mate introduced me to a rapper from Tottenham with a song called ‘That’s Not Me’. That rapper was Skepta, and since that point I’ve been a huge fan of him and the grime scene as a whole.

This is where my second brand comes in…. Nike. Bit generic, but stay with me.

For me, Nike has had a big impact within the UK grime scene when it comes to clothing. Whenever I’d see artists such as Skepta, Dave or AJ Tracey back when they were starting their careers, they would always be wearing grey Nike tracksuits and Air Max and for me, Nike almost pioneered young British style.

In recent years, Nike has realised the impact and importance the brand has in the underground music and rave scene, and has started to work with artists on shoe and clothing collaborations to embrace this. For example, the ‘SK collection’ with Skepta now includes five shoes, which all resell for way more than retail.

Nike also released the ‘Nothing beats a Londoner’ campaign in 2018. I remember me and my mates were buzzing to see all the UK grime artists featured in that advert, like Giggs, AJ Tracey, Dave, Jhus, Skepta, the list goes on. It was the first time Nike really showed that they understood what they meant in underground culture and brought it to the mainstream media. And when Drake and the Mayor of London both tweet about your advert, you’ve clearly done a decent job.

It’s not just in London where Nike have embraced their role in underground music scenes however. A few years ago, they announced that they had plans to collaborate with Kendrick Lamar – a US rapper from Compton, California, to create a Nike Cortez shoe (an OG shoe in Compton that Kendrick has worn his whole life). Similar to the Skepta collab, the resell on these shoes is just over £500, so it’s clear that the recognition is working for Nike.

Written by:

Jacob McGrath Account Executive


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